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ATN Bangla rapped by Ofcom for commercial references

ATN Bangla
ATN Bangla

ATN Bangla has been rapped by Ofcom for broadcasting commercial references during programming time in June last year.

During monitoring, Ofcom noted the programme Trend, a fashion and lifestyle magazine programme. Trend consisted of five minute long segments, related to fashion, beauty and dining which were in each case introduced by the programme�۪s presenter. The segments in this programme featured three businesses in Bangladesh: Ahang bridal collections; Mens Klub Salon and Spa; and, Baton Rouge restaurant.

ATN Bangla said that: it had sourced this programme from Bangladesh: the programme was produced by an independent production company; and it did not financially benefit from the production. The Licensee added that the programme was made and designed for viewers in Bangladesh, not intended to promote any product or business, and featured businesses based in Bangladesh whose services are not available in the UK.

In Ofcom’s view, these extensive references to products and services offered by the businesses featured, combined with the favourable language used, and the information given about prices and availability, meant that the content was clearly promotional in tone. The programme was therefore in breach of Rule 9.4 of the Code.

Further, Ofcom noted that each segment focused entirely on the products and services offered by a specific business. Although there may be editorial justification for certain references to brands in fashion and lifestyle programmes, in this case, given the presentation of the items was highly promotional in tone, as described above, the extended references to the products and services provided by the companies featured were not justified. Because each segment was entirely dependent on the inclusion of detailed references to the featured business�۪ products and services, we concluded that the programme was in breach of Rule 9.5 of the Code.

Ofcom is particularly concerned that despite assurances by ATN Bangla that it had improved its compliance procedures, the improvements have not proved sufficiently robust to prevent further breaches under Section Nine of the Code.